The Art of Storytelling in Branded Content: Lessons from Cheryl Hile’s Marathon Journey

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Today, we’re drawing inspiration from our recent project in Columbus, Ohio, where we captured the remarkable story of Cheryl Hile, a woman who has completed 75 marathons despite battling multiple sclerosis. Branded content is a uniquely powerful way to engage audiences and build brand equity, but there is a balance of art and science required to make sure it’s done well. Below are some reflections from our branded content projects.

The Power of Emotional Storytelling

When we set out to film Cheryl Hile’s participation in the Columbus Marathon, our goal was not just to document the event but to tell a story that would resonate deeply with viewers. The real value we provide to our clients is creating an emotional story that helps them connect with their customers, potential customers, and industry partners.

The magic often lies in the “in-between moments.” While the hero shots of the marathon are essential, it’s the candid, spontaneous interactions that bring the story to life. The story is all in these in-between moments, capturing those genuine reactions and contemplative expressions that make the narrative authentic.

Creative Freedom and Trust

One of the key factors in our successful collaboration with clients like Thuasne is the creative freedom they grant us. This creative freedom allows us to tell stories in the most authentic way possible. Our clients give us very few parameters, which is awesome. It feels like no one told us what to do, and we can truly go and tell these stories in the most authentic way that we see fit.

Building trust is crucial in this process, not just with the client but also with the subjects of the film. Spending time with Cheryl and her husband Brian, beyond the confines of filming, helped us capture more genuine moments. It helps capture those authentic moments so much more easily when you’ve already had a beer with someone and hung out without the camera on.

The Balance of Planning and Adaptability

Creating a successful branded film requires a delicate balance between meticulous planning and the ability to adapt on the fly. While we strive for thorough pre-production, the nature of filmmaking often demands flexibility. You have to be ready to run and gun and just roll with whatever’s happening.

A memorable instance from the trip was when a member of our small team had an allergic reaction that required a trip to the ER. She was totally fine, and because of the trust we had built up in addition to the planning we had done beforehand, the client deliverable was unaffected. Working with people you trust is super important. You need to be flexible and able to adapt on the fly.

The Value of Long-Form Content

In an age dominated by short-form content, it’s easy to overlook the value of longer, more in-depth stories. However, powerful narratives still hold immense value. Our videos are slower-paced and emotional; they’re supposed to pull on you a little bit.

It’s important to have a consistent strategy in branded storytelling. You can’t just create one video and say, “Okay, this is going to boost us.” You need a consistent strategy for what story you’re telling, how you’re telling it, and how you’re distributing it.

Building a Body of Work

Creating impactful branded content is not a one-off effort; it requires continuous investment and partnership. Brands like Yeti or Bare Performance Nutrition have set a high standard by consistently producing high-quality, long-form content that resonates with their audience. They’ve invested heavily over years in longer-form content. Businesses and brands have to continue to invest and partner with people like us to create a body of work that can then work for them.

Conclusion

The journey of creating branded films like Cheryl Hile’s marathon story is a testament to the power of emotional storytelling, creative freedom, trust, and adaptability. At The Courtside Group, we are passionate about bringing stories to life that not only meet business goals but also resonate deeply with audiences.

If you’re looking to infuse your brand with powerful stories, reach out to us via social media, email, or our website. We’d love to connect and explore how we can help tell your brand’s story.